Leading Through The Power Of Persuasion

Originally posted on the Fast Company website by Charlotte Beers, excerpts below.

Taking part in the adventure of persuading others, sweeping them up into an idea, an unexpected action or an unproven vision, is a wonderful experience. The ability to create excitement all around you is what leadership is about. Listen to the sound of leadership; it is you being eloquent, powerful, convincing, compelling, and forceful. It is not for the faint of heart, but the outcome is inevitable if you care enough to ignite a spark, which will grow into a flame.

Leading through persuasion is a form of communicating that must be learned. In fact, it has to be learned, for if you can’t persuade or convince others, you cannot lead. It helps to focus on the response you hope to evoke rather than just what you want to say as a way to counter your own reluctance to ask others to change. Of course, laying out the response you want is a central part of good communication, but in the goal of leading others, you are also always after one very specific response: “I never thought of it that way.”

To elicit an “I never thought of it that way” response, you must be prepared to express your own excitement, your keenness, the leaps you’ve made from logic to an imaginative new proposition, the size of which is yet unknown.

What new tools can you use to persuade others, to change people’s minds? Imaginary flights, hyperbolic language, music, drum rolls? Well, maybe. But there are higher forms of communicating you are can master.

You are not trying to sway people against their will but to offer them a chance to see things anew. To create change, to invent a new future, you have to be vulnerable, to show passion and belief in an unproven idea, and to risk failure by pursuing it. You, the initiator, have to find a delivery style that allows you to communicate your conviction in a compelling, inescapable way.

Tools That Help You LeadWhen your goal is to have more impact, when the force of your presentation will alter things, you have to deliver your message with such a high degree of fervor that it overwhelms your audience’s resistance. You may need to deflect skepticism, shake away reluctance to embrace a new idea, or break through indifference. In order of ascending artistry, here’s a list of tools that I’ve seen leaders use to carry the flame:

Threats or consequences

Passion, pathos

Humor, wit

Imperfection

Surprise

Wonder

Here is how each can be used to persuade:

Threats or ConsequencesInertia or complacency can be converted into action by force, threat, or intimidation. This is why every enterprise has a bully or two. As a manager in a team, the agreed goals are usually incentive enough to get things going. But if someone falls behind or a faction resists, then you need to find a way of stepping out of the team and taking the lead.

Passion, PathosA story from the heart told well can change the response of everyone listening. It’s persuasive because it is genuine. Speaking with passion born of your own authentic experience and belief is always persuasive.

Humor and WitYou don’t always have to heavy up on earnestness just to prove you care. You can use humor or a surprise to reveal a fresh perspective.

ImperfectionPerfection, in the form of a flawless stream of words delivered with cool composure, is never as persuasive as realness. An impassioned but imperfect speech, which shows you care too much to hide flaws, is far more compelling.

SurprisesEvery chance you get, introduce the unexpected, an element of surprise. A refreshing slap of surprise runs through many of the successful ways there are to persuade others toward change and to cause an audience to respond more openly. Think of all the possible responses you can receive from your endless interactions with people, which unfortunately include lack of attention, distraction, and cynicism. These can be interrupted by a jolt, a surprise.

Wonder
You can break down a mountain of indifference by learning how to communicate in a breakthrough way. The ability to say what you mean in its leanest form dramatically improves your chances of luring distracted audiences from ambient noise and the hypnotic draw of their messages and e-mails. But there are even bigger rewards if you can evoke wonder.

It’s an unusual response, more of an occasional feat than an everyday exercise. The kind of wonder I’m talking about contains an element of surprise, too. It is an important talent to be able to surprise people into wonder, as they often spend their whole working day trying to dodge unpleasant surprises. A good surprise is a welcome break.

With every step you take to be clear about your own place at work and in every opportunity you seize to claim that place, you can become clear and communicate memorably and become more of a leader. Such clarity is surprising and often impressive. Speaking passionately from the very center of who you are is compelling, forceful, persuasive: that’s what leadership sounds like.